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All Journal Jurnal Manajemen Terapan dan Keuangan Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Jurnal Manajemen Bisnis Jurnal Ekonomi dan Kewirausahaan JDM (Jurnal Dinamika Manajemen) Ekuitas: Jurnal Pendidikan Ekonomi Media Ekonomi dan Manajemen JAM : Jurnal Aplikasi Manajemen Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Pamator : Jurnal Ilmiah Universitas Trunojoyo Madura JURNAL EKONOMI AKUNTANSI DAN MANAJEMEN EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis MIX : Jurnal Ilmiah Manajemen IMAGE Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Asia-Pacific Management and Business Application Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri Jurnal Organisasi Dan Manajemen Management and Economics Journal (MEC-J) JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) SENTRALISASI JURNAL MANAJEMEN BISNIS Jurnal Samudra Ekonomi dan Bisnis Kajian Bisnis STIE Widya Wiwaha JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Jurnal Ilmiah Poli Bisnis Value: Jurnal Manajemen dan Akuntansi International Journal of Business Studies Jurnal Informatika Ekonomi Bisnis BASKARA: Journal of Business and Entrepreneurship Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Darma Agung Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Cakrawala Repositori Imwi Equity: Jurnal Ekonomi Jurnal Ecogen Jurnal Manajemen Bisnis dan Keuangan Kontigensi: Jurnal Ilmiah Manajemen Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Keuangan dan Bisnis Jurnal Informatika Ekonomi Bisnis Ekuitas Jurnal Pnedidikan Ekonomi JER Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka) Jurnal Dinamika Manajemen Jurnal Ecogen
Endy Gunanto Marsasi
Universitas Islam Indonesia
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Public Health Social Sciences Other

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THE INFLUENCE OF REVISIT INTENTION AND SELF-CONCEPT ON E-WOM BASED ON THEORY OF PLANNED BEHAVIOR Albana, Deasa Nurrhausan; Marsasi, Endy Gunanto
Jurnal Ekonomi Bisnis dan Kewirausahaan Vol. 12 No. 3 (2023): Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Tanjungpura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/jebik.v12i3.71477

Abstract

This study aims to investigate the influence of revisit intention and self-concept on electronic word-of-mouth (E-WOM) among Gen Z using the Theory of Planned Behavior, particularly Mixue Ice Cream & Tea consumers. In this quantitative study, the data was collected using a questionnaire distributed to 250 respondents, and was analyzed using Structural Equation Modeling (SEM). The results show that self-concept positively influences the revisit intention. Revisit intention is positively and significantly influenced by perceived price justice and satisfaction. Perceived price justice is identified as influencing loyalty positively and significantly, while perceived satisfaction influences loyalty positively and significantly. Revisit intention affects loyalty showing a positive and significant relationship, while E-WOM is identified to be positively and significantly influenced by loyalty. The implications of this research are relevant for food and beverage companies to strategize their business strategy to increase consumer confidence so that it will affect E-WOM.JEL: M31, M21, L84.
PENGEMBANGAN PELATIHAN KETERAMPILAN MANAJERIAL BAGI PENGUSAHA KECIL DAN MENENGAH DALAM MENINGKATKAN DAYA SAING BISNIS DI ERA DIGITAL Nugrahanti, Trinandari Prasetya; Marsasi, Endy Gunanto; Semmawi, Ramli; Gusti, Yenni Kurnia; Azizi, Muhammad
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 5 No. 2 (2024): Volume 5 No. 2 Tahun 2024
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v5i2.26389

Abstract

Pengembangan keterampilan manajerial bagi pengusaha kecil dan menengah (UKM) merupakan aspek krusial dalam menghadapi tantangan bisnis di era digital. Artikel ini mengeksplorasi urgensi pelatihan keterampilan manajerial bagi pemilik UKM untuk meningkatkan daya saing bisnis mereka dalam konteks transformasi digital saat ini. Perubahan teknologi dan dinamika pasar yang cepat mendorong perlunya adaptasi dan inovasi dalam mengelola bisnis UKM. Dalam era di mana teknologi informasi dan komunikasi menjadi tulang punggung operasi bisnis, pemahaman tentang manajemen yang efektif menjadi semakin penting. Artikel ini mengungkapkan berbagai strategi dan pendekatan pelatihan yang dapat diterapkan untuk meningkatkan keterampilan manajerial pengusaha UKM. Mulai dari pelatihan langsung hingga sumber daya daring, ada beragam metode yang dapat digunakan untuk memberdayakan pemilik UKM. Pelatihan keterampilan manajerial tidak hanya membantu meningkatkan pemahaman tentang konsep manajemen dasar seperti perencanaan, pengorganisasian, kepemimpinan, dan pengendalian, tetapi juga memperkenalkan konsep-konsep baru yang relevan dengan era digital, seperti e-commerce, pemasaran digital, analisis data, dan manajemen risiko cyber. Dalam konteks ini, artikel ini menyoroti pentingnya kolaborasi antara pemerintah, lembaga pendidikan, dan sektor swasta dalam menyediakan program pelatihan yang sesuai dengan kebutuhan dan tantangan yang dihadapi oleh UKM. Dengan meningkatnya keterampilan manajerial, pengusaha UKM dapat mengoptimalkan operasi bisnis mereka, meningkatkan efisiensi, memperluas jangkauan pasar, dan merespons perubahan pasar dengan lebih adaptif. Dengan demikian, artikel ini menawarkan wawasan yang mendalam tentang perlunya pengembangan keterampilan manajerial bagi pengusaha UKM dalam mempertahankan daya saing bisnis mereka di tengah arus digitalisasi. Melalui pelatihan yang tepat, UKM dapat menjadi agen perubahan yang mampu bersaing secara efektif dalam perekonomian digital yang semakin kompleks.
IMPLEMENTATION OF SERVICE DOMINANT LOGIC (SDL) THEORY AND THE CONCEPT OF CO-CREATION IN ECHOLEF'S SUSTAINABLE PRODUCT INNOVATION Handoyo, Sus; Marsasi, Endy Gunanto
Jurnal Manajemen Terapan dan Keuangan Vol. 14 No. 04 (2025): Jurnal Manajemen Terapan dan Keuangan
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v14i04.51798

Abstract

This study analyzes the transformation of business models in the creative industry through the application of Service-Dominant Logic (SDL) and value co-creation as strategic efforts to strengthen competitiveness and support sustainable product innovation. The research focuses on the development of Echolef, a new division established to build a collaborative ecosystem grounded in creativity, cultural values, and environmental sustainability. Using a descriptive qualitative approach, data were collected through interviews, observations, and documentation to explore the interactions among companies, customers, and creative partners. The findings reveal that value co-creation practices facilitated through open dialogue, information access, transparency, and shared risk management enhance customer participation and enrich the experiential meaning of products. The Business Model Canvas mapping highlights that Echolef’s competitive strength stems from integrating creative design, cultural storytelling, and innovation in eco-friendly materials. SDL further enables a strategic shift from product-centric to service-oriented value creation, emphasizing experiences, interactions, and resource integration among ecosystem actors. Overall, the study confirms that innovation and creativity are essential in developing adaptive and sustainable business models aligned with evolving market dynamics and consumer preferences. In conclusion, the combined SDL and value co-creation approaches effectively strengthen competitiveness by generating relevant, authentic, and future-oriented collaborative value.
Exploring Consumer Emotional Relationships through Brand Experience to Enhance Satisfaction in Fashion: Gender and Age Perspectives Marsasi, Endy Gunanto; Barqiah, Sarah; Nafisyah, Ulin
Jurnal Aplikasi Manajemen Vol. 23 No. 4 (2025)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2025.023.4.08

Abstract

The fashion industry faces challenges in building strong emotional relationships with consumers amidst increasingly fierce market competition, especially with differences in preferences based on gender and age. This study aims to explore the influence of brand experience on brand love, brand equity, and brand authenticity, and how these factors affect consumer satisfaction. The theory in this study uses the Relationship Theory approach. This study analyzes the emotional relationship between consumers and brands in the fashion industry. Data were collected through a survey of 419 respondents from Generations Y and Z using purposive sampling, and analyzed using Structural Equation Modeling (SEM). The results of the study indicate that brand experience significantly affects brand love, brand equity, and brand authenticity, but the relationship between brand authenticity and consumer satisfaction is not significant. In contrast, brand love and brand equity show a positive influence on consumer satisfaction. Multigroup analysis shows that women tend to have stronger emotional relationships with brands than men, while older consumers emphasize the importance of brand equity to their satisfaction. This study provides important insights into marketing strategies through brand experience, brand love, and authenticity to increase consumer satisfaction, while filling the literature gap related to the dynamics of consumer emotional relationships with fashion brands from a gender and age perspective.
UTILITY THEORY APPLICATIONS THROUGH THE CONCEPT OF INNOVATION ADOPTION IN THE MARKETING PROGRAM OF FARMERS' DOCTORS ratna, farhan; Marsasi, Endy Gunanto
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 12 No. 1 (2023): Jurnal Maneksi (Management Ekonomi Dan Akuntansi)
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v12i1.1409

Abstract

PT Central Biotech Indonesia is a company with rolling technology that has a Farmer Doctor Program which aims to be able to get maximum customers by using direct product management and being able to satisfy customers. The farm doctor who will be run is able to attract customers with the quality of the company's products. This research was conducted with the aim of evaluating and assisting companies in promoting products in the marketing department. The method used to analyze this research is qualitative, which is carried out by observing directly, in-depth interviews, collecting documentation, and secondary data carried out at the company. From the research that has been done in marketing the product, it is less effective in maximizing the application of marketing carried out in marketing the company's products. Research conducted in companies can evaluate programs using utility theory with the application of Adopt Innovations which are implemented in conducting communications at PT Central Biotech Indonesia in supporting farmer doctors.
Implementing a Marketing Program to Improve Product Knowledge Based on Stimulus–Organism–Response (S-O-R) in the Telecommunications Industry Muhammad Hafizh Musyaffa Zuhdi; Endy Gunanto Marsasi
Jurnal Ecogen Vol. 8 No. 4 (2025): Jurnal Ecogen
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/ecogen.v8.i4.29

Abstract

This study aims to analyze the application of marketing strategies based on the Stimulus–Organism–Response (S-O-R) theory in increasing product knowledge and customer purchasing interest in the telecommunications industry. The research method is a descriptive qualitative approach, incorporating in-depth interviews with account managers and schools as potential customers. The results show that a marketing strategy through a consultative personal selling approach effectively provides comprehensive product education, builds customer trust, and strengthens long-term business relationships. Factors of trust in the manufacturer, information quality, and account manager services have been proven to influence increased product understanding and customer purchasing interest. In addition, partnership programs between educational and industrial actors have also expanded the company's customer reach and strengthened its image as a provider of education-based digital solutions. However, increased advertising creativity and promotional activities are still needed to increase brand awareness of the product. This study confirms that integrating marketing strategies based on the S-O-R theory and increased product knowledge can foster customer loyalty and enhance the company's competitive position in the dynamic telecommunications industry.
Brand Experience and Brand Love as Drivers of Brand Loyalty through Self-Determination in Online Gaming Muhammad Dzakiy Al Fuadi; Endy Gunanto Marsasi
Jurnal Ecogen Vol. 9 No. 2 (2026): Jurnal Ecogen
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/ecogen.v9.i2.81

Abstract

The rapid development of the digital gaming industry, particularly in the MOBA genre, has intensified competition and highlighted the importance of building long-term user loyalty. This study aims to analyze the influence of brand experience, engagement interaction, and impression on brand trust, brand love, and brand loyalty among Generation Z. The research employs a quantitative approach with an explanatory design through a survey of 150 respondents, analyzed using Structural Equation Modeling (SEM). The findings indicate that engagement interaction and impression have a significant effect on brand trust, while brand trust strongly influences brand love, which in turn drives brand loyalty. Although brand experience contributes to emotional attachment, this variable does not have a direct effect on trust. The study concludes that loyalty in the digital gaming industry is shaped by psychological and relational factors, particularly trust and emotional attachment, rather than solely by functional experience.
Influencer’s Trustworthiness and Attitude to Increase Purchase Intention in Generation Z Based on Theory of Planned Behavior Azkiya Salis Sabina; Endy Gunanto Marsasi
Jurnal Pamator : Jurnal Ilmiah Universitas Trunojoyo Vol 17, No 1: 2024
Publisher : Universitas Trunodjoyo Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21107/pamator.v17i1.23984

Abstract

The aim of this study is to examine the correlation between the trustworthiness of influencers and the attitude of Generation Z in influencing their intention to make purchases, utilizing the theory of planned behavior. This study utilizes a quantitative approach and applies a purposive sampling procedure to collect a total of 218 samples. The analysis is performed using Structural Equation Modeling (SEM) and aided by AMOS 24 Graphics software. This study discovered a significant positive correlation between online customer reviews and attitude. Attitude has a significant positive correlation with brand loyalty, purchase intention, and electronic word of mouth. Brand loyalty also has a significant positive correlation with purchase intention. There are new findings, namely a significant positive correlation between influencer's trustworthiness and attitude, and electronic word of mouth has a significant negative correlation to purchase intention. This study has implications for companies regarding product quality and consistency of product ratings that cause eWOM to have a negative relationship with purchase intentions. This research has an update on the variable, namely the influencer's trustworthiness, to measure influencer trust in consumers.
The Antecedents of Muslim Consumers Restaurant Choice: A Study Through the Lenses of SOR and Theory of Planned Behavior Endy Gunanto Marsasi; Sarah Barqiah
Jurnal Dinamika Manajemen Vol. 17 No. 1 (2026): March
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/jdm.v17i1.37462

Abstract

This study explores the impact of customer perceptions of value and quality on subjective norms, attitudes, satisfaction, revisit intentions, and loyalty at the “No Pork, No Lard” restaurant using the Stimulus-Organism-Response (SOR) theoretical framework. Data were collected through a survey of 600 consumers across six major cities in Indonesia and analyzed using Structural Equation Modeling (SEM). The results indicate that perceived value significantly influences subjective norm and attitude; however, it has no significant effect on satisfaction, intention to revisit, or loyalty. Meanwhile, perceived quality significantly affects subjective norm, attitude, and satisfaction, but does not have a direct influence on intention to revisit and loyalty. In addition, subjective norms drive loyalty, attitudes shape both revisit intention and loyalty, while satisfaction influences the two response variables. Overall, perceived quality emerges as the key factor in consumer perception and evaluation, while perceived value has a more limited impact. The results also emphasize the importance of attitude and satisfaction as direct drivers of consumer revisit intention and loyalty. This research provides significant insights into consumer behavior in halal-labeled food establishments and highlights the need to focus on improving service quality and strengthening positive consumer attitudes.
Investigating the Causes and Consequences of Brand Attachment of Luxury Fashion Brand: the Role of Gender, Age, and Income Endy Gunanto Marsasi; Asih Dewi Yuanita
Media Ekonomi dan Manajemen Vol 38, No 1 (2023): January 2023
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mem.v38i1.3268

Abstract

In recent years, luxury fashion brands have experienced drastic growth. This study examines how hedonic motivation, self-image congruence, brand experience, and brand attachment are interrelated factors driving the purchase intention of industrial luxury fashion brands. Our research aims to construct a consumer behaviour model to complete the hedonic motivation process, which influences brand attachment and is influenced by demographic factors. The research model will fully predict the proposed model to examine the effect of gender, age, and income. The survey was conducted in Indonesia with a sample of 324 respondents. Multiple group analysis SEM (Structural Equation Modelling) was used to test the model across samples. The results reveal substantial consumer behaviour disparities based on respondents' gender, age, and income level. Research findings can aid the luxury brand industry, particularly the fashion industry, in comprehending demographic differences. It is crucial to develop specific marketing strategies to promote luxury brands, influencing consumers' purchase intentions.
Co-Authors Achmad Aflah Aufa Afaf, Irfan Ajeng, Nova Jelita Desilia Albana, Deasa Nurrhausan Alifia Indah Putri Shaliha Aliya Khoirunnisa Amanda, Tasya Aulia Andaresti, Sherly Indira Anggraini, Melfi Cahya Arya Ihza Mahendra Asih Dewi Yuanita Aulia, Nur Saskia Azizi, Muhammad Azkiya Salis Sabina Barqiah, Sarah Berlian Annisa Hermawan Billy Pratama Candradewi, Yayi cantika kusuma Churina, Muluchah Fatharani Deni Saputra Denovan, Rheza Farrel Dwipradhana, Nanda Ayoe Rizky Fadhilah, Laila Luthfiana Fanti, Fakhira Puteri farhan ratna Fauziah, Salisa Gemilang, Ahcmad Rivai Sinar Haedar, Shafiq Hafiz Jodith Arfansyah Handoyo, Sus Jauhar, Lutfiana Musleh Karimah, Salsa Amirul Lauda Radhea Zain M Iqbal Nurfaizi Mohamad Rizan Mufaddhol, Agil Muhammad Dzakiy Al Fuadi Muhammad Hafizh Musyaffa Zuhdi Muhammad Taufikkur Rahman Afandi Nafisyah, Ulin Niken Safitri Nova Jelita Desilia Ajeng Nugraha, Raditya Dwi Nurfaizah, Ninda Odhyza Prakarsa Razak Panyekar, Anindya Pradana, Ferdika Adhi Putri Andari, Dhea Almyra Qotrunnada, Cielomita Brilian Ramli Semmawi ratna, farhan Raudah Rakhmah Yumi Ridha Septia Haruni Usman Rizma, Febrita Aulia Sabina, Azkiya Salis Sarah Barqiah Sarah Barqiah Simanullang, Lusiana Siregar, Ahmad Nazri Solekhah, Amira Alda Arisani Soleman, M. Fauzan Syahban, Khofifah Rahmat Tasya, Athala Insyira Trinandari Prasetya Nugrahanti Ujiati, Nurul Nugraheni Ratna Usman, Ridha Septia Haruni Wiganda, Siska Yandri, Firman Okta Yayi Candradewi Yenni Kurnia Gusti Yuanita, Asih Dewi Yumi, Raudah Rakhmah Zain, Lauda Radhea Zuhdi Syaiful Anhar